London cellular coverage -- According to the report, factors affecting London's dismal showing include the large number of tall buildings (calling all city planners and architects: is it time for a re-think in the mobile data era?) and the "vast crowds." --

They have forgotten to highlight the underinvestment by the mobile operators. Is anyone surprised that London is crowded? Did they not notice the tall buildings? It is still a disgrace that voice calls are dropped outside Clapham Junction station while the operators bang on about how great their 5G is going to be.

Personalized, contextual experiences For example, you are a regular traveler from Germany to US but forget to buy a data roaming package before setting off so you leave your mobile data off. Next time you connect to the airport basestation in Munich the operator sends you a message saying "Hi Paul, please reply to this text for a cheap roaming deal abroad so you can be always connected".